Is it too early to be nostalgic about turning a key in the ignition?
Between touchscreens, built-in subscription models, and push-to-start buttons, the tech craze that has colonized cars in recent years has left some looking back to what cars once were, nostalgic for physical dials, buttons, and the simple pleasure of a key in the ignition.
Among them is Jim Ratcliffe, CEO of INEOS, a British chemical conglomerate turned car manufacturer. Jim loved the Land Rover Defenders of the 90s but grew increasingly disappointed in them in recent years.
Defender’s once-rugged design was now seemingly more tailored towards mall hopping than off-roading as it entered the twenty-first century.
Jim initially sought the rights to the original Land Rover, intent on reclaiming the brand’s rugged glory. When Land Rover refused, he pivoted, creating INEOS Automotive, a brand-new car manufacturer created as the “spiritual successor” to the original Land Rover Defenders.
Thus, the INEOS Grenadier — a star was born.
The 4x4 SUV was envisioned as a return to an off-road-centered, stripped-down design built to last for decades. The model was named for the pub in which it was first conceived, The Grenadier in Belgravia, London. The pub still holds the £5 note where Jim sketched the initial design for the 4x4 SUV - a reminder that this vehicle didn’t start in a boardroom.
The first Grenadier was created in 2020, with a design so close to the original Defender that, in fact, Land Rover sued INEOS for copyright infringement. And lost.
By 2023, the SUV was mass-produced, and a year later, in 2024, it hit the United States market.
In Minnesota, Luther Automotive Group is the only dealer in the five-state area to sell the Grenadier, a point of pride for Joseph (Joe) Ruhland, General Manager at the Luther INEOS Grenadier dealership in St. Louis Park.
“This SUV was built on purpose,” says Joe. Designed to be a generational vehicle with a can-do attitude and focused on substance over style, the initial design had three non-negotiables:
1. Functional Design
2. Serious Durability
3. Extreme Off-road Capability
Indicative of these goals is the Grenadier’s lack of new-fangled technology.
The SUV design intentionally leaves out tech like heated steering wheels and ignition buttons, embracing designs of a bygone era and the specific goal of functionality, durability, and longevity.
“It’s a little old-school,” remarks Joe.
Grenadiers feature about a third of the electronic control modules (ECMs) of many modern cars. Fewer ECMs means fewer electronic chips for controls on heating, cooling, and other dashboard features. Fewer chips mean fewer points of failure in the decades to come. It also means that the Grenadier’s dashboard sports dials, buttons, and knobs.
“Little things like that are special,” says Joe.
Beyond the user experience, the SUV is “built like a brick house,” laughs Joe. “British-inspired. German engineering. An unstoppable machine.”
Grenadiers are built ladder-on-frame, meaning the body is welded directly onto a frame or chassis, making both highly durable over many smaller parts built together.
The SUV uses a 3.0L B58 gasoline engine that’s been specifically detuned for longevity with the SUV’s 4-wheel drive and up to three locking differentials delivering on the goal of ‘extreme off-road capability.’
The lifespan of the SUV is estimated at 20-25 years, “crafted to be a generational vehicle for those who like to work hard and play hard,” says Joe.
On a winter night drive home in the Grenadier, Joe found himself caught in a snowstorm. “I have never felt safer during a blizzard,” he recalls. “The Grenadier's smart design and engineering mightily handled the ruts and snowdrifts of the unplowed, snow-filled highway.”
Customizability is another point of pride for the brand, with Joe comparing the SUV to a massive Lego in its ability to build out accessories.
At Luther, Joe’s experienced and knowledgeable sales team hands buyers a binder full of options ranging from roof racks to side runners, cross bars, rock sliders, and more. The possibilities are vast, and the team at the dealership enjoys exploring new ways to assist the guest in making the SUV their own.
With the Luther franchise open for less than one year, INEOS Grenadiers in Minnesota are relatively new. “Our customers love being the only ones in the neighborhood driving one,” says Joe. That is expected to quickly change as more people discover the INEOS Grenadier. In addition, the market will open even further as used INEOS Grenadiers become available, offering a lower price point.
While some might be skeptical of a chemical company’s first foray into car manufacturing, “They walk the talk and are really in it for the long haul,” says Joe.
Despite projecting increased numbers, Joe estimates that the Grenadier “will always be a niche product.” He also predicts the vehicle will develop a devoted following here in the North.
So, for those who struggle against bloated car touchscreens, feature creep, and long for the simple pleasure of the click-click-click of analog dials, you are not alone. There is another way.
Crafted to be a generational vehicle for those who like to work hard and play hard.